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The Marq top name for Southlake’s recreational center

Southlake’s Community Recreation Center may soon be known as the The Marq - Southlake.

A majority of City Council members said they felt comfortable with the new name and will vote to adopt the brand at the Oct. 21 meeting.

Mayor Pro Tem Laura Hill said envisioning the center during the September groundbreaking helped her warm up to The Marq.

“I feel really comfortable now that I’ve been out there on the ground,” she said. “Maybe it was a little highfalutin or something, but it really is what you make it.”

While the facility as a whole will be The Marq, the center’s components will also have names. Legends Hall will contain most of the center’s first phase, including the events center, meeting rooms, club lounge, catering kitchen, and senior center. The outdoor amphitheater will be known as Aria and Champions Club will house the possible fitness and aquatics centers.

The city contracted Willow Street to help come up with a brand and to also create the center’s informational and promotional content.

Willow Street Partner Jim Sykora shared the reasoning behind The Marq with the Council this past summer.

“A mark is a recognized standard or quality,” he presented. “Southlake has always set the bar very high and this center is certainly no exception.”

The three section names also allude the the highest standards in legends, champions and an aria — an opera’s primary melody, Sykora said.

The $46.9 million center’s first phase has a December 2015 opening date.

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In May 2015, voters will have to decide if they want to spend a portion of sales tax to build the center’s second phase. That segment will include space for performance training, fitness, a gymnasium, indoor track, indoor aquatics, an indoor playground, party rooms, an early learning classroom, childcare and program rooms.

If the vote passes, the city plans to open the rest of the center in January 2018.

Councilman Shahid Shafi asked if a name had to be decided so soon and wanted to see if it was possible for more naming alternatives.

Community Services Director Chris Tribble said the city would have to expand the scope of Willow Street’s contract and spend more money for more naming options.

Mayor John Terrell said he wants a name so the city can begin producing marketing materials, especially for weddings.

“We really have to get you guys moving so we can book this thing up,” he said to Tribble. “By the time we're ready to open, people have their invitations.”

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